Insights

Method, sector findings, and the parts of this industry worth being sceptical about. Written for the people who commission this work rather than for a search engine.

16 articles · page 2 of 2

Research methods 1 January 2021

What a face-to-face interview reaches that a form does not

The first answer is the socially acceptable one. The second and third are where the finding is, and getting to them is…

Customer experience 29 December 2020

Why automated sentiment tools misread Gulf Arabic

Dialect, transliteration into Latin script and sarcasm all defeat them, and the resulting dashboard is confidently…

Customer experience 3 December 2020

Reading a satisfaction score against what it can actually support

A national number and a branch league table need very different sample sizes. Publishing the second from a sample built…

Mystery shopping 15 September 2020

Planning a mystery shopping programme: the decisions that matter

Sample size, frequency, daypart coverage and reporting units are settled before fieldwork or they are settled badly. A…

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